European Business Schools Librarian's Group

HEC Research Papers Series,
HEC Paris

No 933: Does marketing and sales integration always pay off? evidence from a social capital perspective

Dominique Rouziès (), John Hulland () and Donald W Barclay ()

Abstract: Building on social capital theory, the authors view the marketing and sales interface as a set of inter-group ties and investigate how firms (1) generate value from inter-group relationships and (2) develop the social capital embedded in these relationships. Their findings suggest that social capital enhances, but can also limit, a firm’s performance depending on the characteristics of its customers. Their results also demonstrate that managing the marketing and sales interface at different levels of customer concentration is critical to the success of a firm’s performance.

Keywords: Marketing organization; sales organization; interface; social capital theory.

JEL-codes: L14; L25; M31

41 pages, October 15, 2010

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